Challenge

Fleet Market in an online platform that aims to concentrate all vehicle financing campaigns available for the Portuguese market in real time. We were approached to design their logo and website after having built their Magazine project.

Strategy

The target for this project are business fleet managers (Fleet Market does not cater to individuals), so the brief called for a fresh, pragmatic brand that looked professional and light. It’s also an independent brand, with no links to Fleet Magazine, their flagship product. This meant we were free to experiment with fonts and colours, without any fear of breaking visual ties to any previously existing brand.

Design

We went for a typographical logo featuring a custom typeface, backed by Metropolis. For the website, we really wanted the car images to be the heroes. In many ways this is a deceptively simple design. There is quite a bit of information being displayed in each vehicle card. There’s also all sorts of labelling going on as well so the risk of things getting too busy was real. We used card interaction to serve secondary information and iconography to keep things interesting.

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